SlideShare a Scribd company logo
on Service Design
Patrick Quattlebaum | @ptquattlebaum
Usability Stammtisch BerlinPresented 18 Apr 2013 to
Patrick Quattlebaum
Design Director | @ptquattlebaum
Why
Service
Design?
Map
the
Experience
Change
the
Machine
Case:
A Human
Service
Some
Essential
Skills
Why
Service
Design?
Map
the
Experience
Change
the
Machine
Case:
A Human
Service
Some
Helpful
Tips
Chris
Risdon
Brandon
Schauer
Jamin
Hegeman
Patrick
Quattlebaum
Your Guides
Case:
A Human
Service
A date with my wife...
... at a nice restaurant ...
http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
Dirty
http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
Dirty Unreliable
http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
Dirty Unreliable
Pressure
to use
cash
http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
Dirty Unreliable
Pressure
to use
cash
Not
special
http://www.yellowcabnyc.com/wp-content/uploads/2012/05/taxiphotomed.jpg
http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
Expensive
http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
Expensive Book in
Advance
http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
Expensive Book in
Advance
Book in
Blocks of
Time
http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg
Expensive Book in
Advance
Book in
Blocks of
Time
Two
Payment
Steps
http://files.tested.com/photos/2012/12/26/43242-uber.jpg
Open App View Availability Book Car
Open App View Availability Book Car
Watch Progress Get Alerts
Pay for Service Provide Feedback
Waiting
Four Hour Block
Trip Trip Trip Trip
Driver
Passenger
Friendly
Service
Nice
Cars
Easy
Payment
Constant
Feedback
Reasonable
Price
Just in
Time
More
Flexibility
Streamlined
Process
Feedback
Loop
Fill Gaps
in Schedule
Bigger
Market
More
Control
More
Human
Why
Service
Design?
http://www.nytimes.com/interactive/2012/01/20/business/the-iphone-economy.html
MacroTrend: Shift to Services
The service sector
now generates ~64%
of the world’s GDP.
International Monetary Fund, World Economic Outlook Database, April 2012: Nominal GDP list of countries.
The service sector
now generates ~64%
of the world’s GDP.
International Monetary Fund, World Economic Outlook Database, April 2012: Nominal GDP list of countries.
71.1%
MARKET SIZING
$2 Billion
Estimated size of total
dollars spent in U.S. on
the planning and
design of services
*BS
$2 Billion
Planning &
Design of
Services
$40 Billion
Ad Spend
photo by Seal Beach AT&T
$2 Billion
Planning &
Design of
Services
$40 Billion
Ad Spend
photo by Seal Beach AT&T
$2 Billion
Planning &
Design of
Services
$40 Billion
Ad Spend
Service
Anticipation
Gap
photo by Seal Beach AT&T
Service Anticipation Gap
The loss of future potential revenues
and the wasted ad spend when a
service doesn’t meet or exceed the
expectations set with the customer.
*BS
Increased customer
acquisition and adoption
rates by planning and
designing for service
propositions, sequencing,
and flow
Overcoming SAG
Increased customer
loyalty and advocacy
through human-centered
planning of customer
journeys across
touchpoints and
evidencing of
customer value
*BS
COMPETITION
— Complete unscientific guessing of who’s doing how much
How’s this work
getting done?
System Engineers
Operations
Management
Branding &
Marketing
Customer Service
“The Organization”
Straight-up Service
Designers
*BS
Service design applies design methods and
craft to the definition and orchestration of
service experiences.
Examines the operations, culture, and
structure of an organization for impact on
service experience.
Service Design (in two sentences)
Borrowed from Jamin Hegeman
Services are process
and experience
based.
From Service Blueprinting: A Practical Technique for Service Innovation
Experience
Process
Experience
Change the Machine
Map the Experience
Map
the
Experience
Services are process
and experience-
based.
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
People choose rail travel because it is
convenient, easy, and flexible.
Rail booking is only one part of people’s larger
travel process.
People build their travel plans over time. People value service that is respectful, effective
and personable.
EXPERIENCE
Rail Europe Experience Map
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets
arrive in mail
• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is
so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country
and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in
the middle of the night.
• Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
• Excited to share my vacation story with
my friends.
• A bit annoyed to be dealing with ticket refund
issues when I just got home.
View
maps
Arrange
travel
Blogs &
Travel sites
Plan with
interactive map
Review fares
Select pass(es)
Enter trips Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Destination
pages
May call if
difficulties
occur
E-ticket Print
at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for
questions
Activities, unexpected changes
Change
plans
Check ticket
status
Print e-tickets
at home
web/
apps
Look up
timetables
Plan/
confirm
activities
Web
Share
photos
Share
experience
(reviews)
Request
refunds
Follow-up on refunds for booking changes
Share experience
Buy additional
tickets
Look up
time tables
Stakeholder interviews
Cognitive walkthroughs
Customer Experience Survey
Existing Rail Europe Documentation
Opportunities
Guiding Principles
Customer Journey
Information
sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Communicate a clear value
proposition.
STAGE: Initial visit
Connect planning, shopping and
booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,
more savvy travelers.
STAGES: Global
Proactively help people deal
with change.
STAGES: Post-Booking, Traveling
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with
explicit purposes.
STAGES: Global
Communicate status clearly at
all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregate shipping with a
reasonable timeline.
STAGE: Booking
Help people get the help they
need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets
for refund
Get stamp
for refund
Services are process
and experience-
based.
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
People choose rail travel because it is
convenient, easy, and flexible.
Rail booking is only one part of people’s larger
travel process.
People build their travel plans over time. People value service that is respectful, effective
and personable.
EXPERIENCE
Rail Europe Experience Map
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets
arrive in mail
• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is
so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country
and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in
the middle of the night.
• Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
• Excited to share my vacation story with
my friends.
• A bit annoyed to be dealing with ticket refund
issues when I just got home.
View
maps
Arrange
travel
Blogs &
Travel sites
Plan with
interactive map
Review fares
Select pass(es)
Enter trips Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Destination
pages
May call if
difficulties
occur
E-ticket Print
at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for
questions
Activities, unexpected changes
Change
plans
Check ticket
status
Print e-tickets
at home
web/
apps
Look up
timetables
Plan/
confirm
activities
Web
Share
photos
Share
experience
(reviews)
Request
refunds
Follow-up on refunds for booking changes
Share experience
Buy additional
tickets
Look up
time tables
Stakeholder interviews
Cognitive walkthroughs
Customer Experience Survey
Existing Rail Europe Documentation
Opportunities
Guiding Principles
Customer Journey
Information
sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
Ongoing,
non-linear
Linear
process
Non-linear, but
time based
Communicate a clear value
proposition.
STAGE: Initial visit
Connect planning, shopping and
booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,
more savvy travelers.
STAGES: Global
Proactively help people deal
with change.
STAGES: Post-Booking, Traveling
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with
explicit purposes.
STAGES: Global
Communicate status clearly at
all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregate shipping with a
reasonable timeline.
STAGE: Booking
Help people get the help they
need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets
for refund
Get stamp
for refund
Experience
Mapping!
experiences
touchpoint
interactions
procedures
products
and systems
experiences
interactions
processes
systems
experiences
touchpoint
interactions
procedures
products
and systems
experiences
interactions
processes
systems
experiences
touchpoint
interactions
procedures
products
and systems
experiences
interactions
MAGIC
When you think
about experience
mapping, think
about Indiana Jones.
Tell the story with depth
and richness around
the human experience.
Borrowed from Chris Risdon
Your organization should
feel what it’s like to experience
every touchpoint.
Borrowed from Chris Risdon
person
organization
-enjoyment+
person
organization
-enjoyment+
You need to tell an
engaging story.
But make sure you are
telling a true story.
Borrowed from Chris Risdon
This guy is not
possible... Borrowed from Chris Risdon
This guy is not
possible...
...without this
guy first. Borrowed from Chris Risdon
Borrowed from Chris Risdon
Feeling, thinking, doing.
Borrowed from Chris Risdon
Feeling, thinking, doing.
Motivations
Borrowed from Chris Risdon
Feeling, thinking, doing.
Motivations Framing
Borrowed from Chris Risdon
Feeling, thinking, doing.
Motivations Framing Behaviors
Borrowed from Chris Risdon
Needs
What people are
trying to satisfy
Actions
What people are
doing
Emotions
Feelings and
perceptions
People
Who is involved
Context
Place and
environment
Products and
Services
Building Blocks
USER RESEARCH
Thinking (framing)
Feeling (motivations) With whom
Artifacts
Where
Doing (behavior)
Thinking (framing)
Seeing
With whom
When
Hearing
Borrowed from Chris Risdon
USER RESEARCH
Thinking (framing)
Feeling (motivations) With whom
Artifacts
Where
Doing (behavior)
Thinking (framing)
Seeing
With whom
When
Hearing
We want to understand the context in which this touchpoint occurs—
time, place, emotions—so we can design to support the goal.
Borrowed from Chris Risdon
Exploring
Science
It’s about the verb, not the noun.
Borrowed from Chris Risdon
It’s about the verb, not the noun.
It’s about the activity, not the artifact.
Borrowed from Chris Risdon
Change
the
Machine
procès (13c.)
http://panathinaeos.files.wordpress.com/2010/10/seventh_seal_14.jpg
procès (13c.)
a journey
http://panathinaeos.files.wordpress.com/2010/10/seventh_seal_14.jpg
process (17c.)
http://upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Anatomia_xiv_secolo.jpg/897px-Anatomia_xiv_secolo.jpg
process (17c.)
a continuous series of actions
meant to accomplish some result
http://upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Anatomia_xiv_secolo.jpg/897px-Anatomia_xiv_secolo.jpg
process (20c.)
source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg
process (20c.)
a sequence of interdependent and
linked procedures which, at every
stage, consume one or more
resources (employee time, energy,
machines, money) to convert inputs
(data, material, parts, etc.) into
outputs. These outputs then serve
as inputs for the next stage until a
known goal or end result is reached.
source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg
process (20c.)
a sequence of interdependent and
linked procedures which, at every
stage, consume one or more
resources (employee time, energy,
machines, money) to convert inputs
(data, material, parts, etc.) into
outputs. These outputs then serve
as inputs for the next stage until a
known goal or end result is reached.
source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg
http://www.morethings.com/fan/bill_murray/stripes/bill_murray-stripes1981-1325.jpghttp://www.soundonsight.org/wp-content/uploads/2011/11/Brazil.jpg
Rational Irrational Engagement
http://24.media.tumblr.com/tumblr_m970z4Gotv1qzcgluo1_1280.jpg
What have we built?
Line of Visibility
Service blueprinting
helps designers
engage operations
to go from vision to
reality.
PATIENT
ACTIONS
PHYSICAL
EVIDENCE
ONSTAGE
CONTACT
PERSON
BACKSTAGE
CONTACT
PERSON
Debbie’s
Chart Cart
Records/
Database
System
Bin
System
Check
Vitals &
Ask Quest
Place in
Kassam
Bin
Meet Dr.
Kassam
Kassam
Gets Quick
Review
Take
Away
Chart
Process &
Check-out
Records/
Database
System
Dictation
Chart
Storage
System
Door Tag
System
See Other
Patients
SUPPORT
PROCESSES
Sign In
Front
Desk
Waiting
Room
Front
Desk
Front
Desk
Hallway Exam
Room
MRI &
Chart
Exam
Room
MRI &
Chart
Door Tag Waiting
Room
Check-out
Room
Waiting
Room
Line of Interaction
Line of Visibility
Responds
Follow to
Exam Rm
Answer
Questions
Ask
Questions
Return
Door Tag
Check-out,
Pay, &
Leave
Check-in
Welcome
Get
Patient
Chart
See Other
Patients
Process
See Other
Patients
Brings
Door Tag
Back
Call
Patient
Grab
Door Tag
Escort to
Exam Rm
Chart in
To Be
Seen Bin
Write Rm
# on
Schedule
See Other
Patients
Grab
Chart
from Bin
Chart
Taken by
Staff
Check
Patient
Location
Check
Patient
Location
Schedule
System
Service Blueprint of Presby Neuro Clinic
? ? ? ? ?
Line of Internal Interaction
? ? ?
Wait Wait
Wait in
Exam Rm Wait Wait
Work by CMU students: Melissa Cliver, Jamin Hegeman, Kipum Lee, Leanne Libert, Kara Tennant
Customer Actions
Touchpoints
Staff Actions
Back Stage Staff
Support Processes
Time
Line of Visibility
Blueprint Building Blocks
Borrowed from Jamin Hegeman
— Complete unscientific guessing of who’s doing how much
How’s this work
getting done?
System Engineers
Operations
Management
Branding &
Marketing
Customer Service
“The Organization”
Straight-up Service
Designers
*BS
Remember this?
Invite to Play
Service Storming
Commercial
Signage
Cashier
Packaging
Website
Customer
process (21c.)
process (21c.)
orchestrated series of interrelated
actions that produce sustainable
value for all stakeholders in complex
ecosystems of people, products,
services, and technologies
Humanize processes
to co-create value for
businesses and the
people with whom
they interact.
Some
Essential
Skills
Some
Helpful
Tips
Change the Machine
Map the Experience
Line of Visibility
Empathizing Guiding
move in new lifeplan orchestrate movingfind it!search
I’MDOINGINEEDI’MFEELING
Storytelling
Line of Visibility
3 Empathy Challenges Visualize Insights Tell & Re-tell
New/Improved Skills
Tips
Skill: Empathize
Tangible Empathy Workshop
Challenge 1: Read More Fiction
Thee Tip: Visualize InsightsChallenge 2: Practice Active Listening
Challenge 3: Empathic Adventure
Challenge 3: Empathic Adventure
Skill: Guiding
Tip: Visualize Insights
Emotions
Doing
Context
Touchpoints
Journeys
Key Moments
(intentionally blurry)
Skill: Storytelling
http://3.bp.blogspot.com/-dtdHFVzXrG8/T-dejxDfj4I/AAAAAAAAA8w/3xiTH9V8D-s/s1600/OrcStorytellers.jpg
Time
Building Blocks
Troop Strength Direction
Temperature Location
Needs
What people are
trying to satisfy
Actions
What people are
doing
Emotions
Feelings and
perceptions
People
Who is involved
Context
Place and
environment
Products and
Services
Choose a facet to drive your story
Emotions
Feelings and
perceptions
Emotions
Feelings and
perceptions
Emotions
Feelings and
perceptions
Emotions
Feelings and
perceptions
Emotions
Feelings and
perceptions
move in new lifeplan orchestrate movingfind it!search
I’MDOINGINEEDI’MFEELING
Emotions
Feelings and
perceptions
move in new lifeplan orchestrate movingfind it!search
I’MDOINGINEEDI’MFEELING
Emotions
Feelings and
perceptions
Tip: Tell & Retell Stories
Educated
Guess
Informed
Understanding
Evolved
Concept
Service
Storyboard
Journey
Mapping
Service
Storming
Tip: Tell & Retell Stories
Change the Machine
Map the Experience
Line of Visibility
Facilitation Translation Orchestration
Line of Visibility
Take Improv Let’s Do Coffee Roughcutting
New/Improved Skills
Tips
Skill: Facilitation
Tip: Take Improv
Tip: Take Improv
Yes, and!
Skill: Translation
Tip: Let’s Do Coffee
Skill: Orchestration
source: http://www.cinemaisdope.com/news/films/troublewithharry/twh-1.jpg#AgainstAtomism
Tip: Roughcutting
source: http://vimeo.com/9339739
Change the Machine
Map the Experience
Change the Machine
Map the ExperienceMore
Human
Patrick T Quattlebaum | @ptquattlebaum
Danke.

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